التلقي الإشهاري لدى الكاتب "محمد خاين" : من خلال كتاب -النص الإشهاري- نموذجا

Abstract EN

Publicity is one of the most important mechanisms on which sellers and companies owners rely in order to present their products in a good way, focusing on some points and particles that make the product appears more attractive and influencing, where the presenter intends to highlight the beauty aspects of his product.

Advertising has received many changes on the part of critics and proponents of advertising and literary theories.

Each received publicity according to his cultural reference and the backgrounds from which his knowledge was derived.

We have devoted this article to "Muhammad Khayen" to look at his approach and his method of receiving publicity based on this on writing the advertising text to know the mechanisms and how it receives the theory of the other, and to convey how a certain advertisement works and is carried out.

The research concluded that our Arab criticism suffers from a systematic poverty in the field of advertising and the rest of the visual arts.